THE SUSTAINABILITY KNOWLEDGE IMPORTANT FOR ENTREPRENEURS OF BELOW THE LINE MARKETING SECTOR FROM MEDELLÍN CITY OF COLOMBIA

Abstract

The way of advertising has changed. Different audiences require companies to be closer to and pay attention to the problems that arise today, for this reason, Below The Line advertising, hereinafter BTL, through non-massive forms of communication generates marketing strategies for certain groups of the population with the objective of publicizing or generating a purchase intention towards a product. Which must occur within the parameters of sustainability. What is understood as the proper use of resources and the correct disposition of them to meet new objectives, that is, understand the use of resources as part of a chain that does not end with a single use within a single marketing action. These practices are part of Corporate Social Responsibility, hereinafter CSR, which is the active contribution that companies make to society, the economy and the environment where they carry out their activities. Therefore, in the case of the BTL Marketing industry of the city of Medellín, it will be identified if the practices described above are applied, in order to generate strategies applicable to the subsector object of this study.